Without inspiring and well-written content there is no hope of getting noticed and ranked by search engines.

Figuring out what to write about is often a difficult and time-consuming task, but the content on your site determines which keywords the site will rank for and therefore it is often referred to as the ‘key’ to the SEO puzzle, so it’s well worth spending the time to plan your approach.

You can either conduct some keyword research to collect terms about given topics and do your best to choose the most relevant keyword to base your content around, or, you can simply write about something you believe will be relevant and inspiring to the reader.

HubSpot Topic Clusters

To make the process easier HubSpot introduced topic suggestions based on relevance, competition and popularity.

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Each topic cluster consists of a pillar page, cluster content and hyperlinks. The pillar page would usually be your product, service page or any other authoritative page around which you will build content cluster. Let’s say you offer commercial HVAC services. You may want to create a pillar page about how air quality improves health and productivity in office environments. Your cluster content may include topics like, ventilation, air conditioning, professional approach to workspace design etc. Once you have completed the topics, the HubSpot Content Strategy Tool will provide other content recommendations that would fill gaps based on your topic’s relevance.

Once the content is built, within HubSpot you can then go a step further and optimize your page and blog content for SEO.

Within your HubSpot account, simply navigate to your blog, landing pages, or website pages. Hover over an existing page or post in your dashboard and click Edit. Then click the bar graph icon on the left pane. A sidebar pane will open with optimisation recommendations for your content. It will include suggestions to add or change metadata, HTML header structure, images tag, internal links and more.

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Once your site or blog is optimised you can then monitor your search traffic and measure SEO success via integrated traffic analytics - all from a user friendly dashboard. You will be able to analyse conversions by channel, but also view more detailed data such as bounce rate, page views per session, average session length and sessions from new visitors. If you’re interested in learning more about the way dashboards work, check out our comprehensive article about HubSpot custom reports and dashboards. Only through engaging with the tools on offer with HubSpot are you guaranteed to improve your customer engagement.

Keen to learn more about how a tool like HubSpot could benefit your business, why not arrange a demo from our friendly team?